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LG India lines up Rs 50 cr for brand promotion through cricket

07-August-2004
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LG India lines up Rs 50 cr for brand promotion through cricket

Brand promotion through the sport that rules the heart of India seems to have caught the fancy of LG Electronics India. The consumer electronics major has lined up a budget of Rs 50 crore for promoting various cricketing events this year including the forthcoming ICC Champions Trophy.

(From left) Cricketer Yuvraj Singh, Salil Kapoor, Head-Marketing,LG Electronics India,ex-cricketer Kris Srikanth, and Indian cricket captain Sourav Ganguly display the ICC Champions Trophy 2004 in New Delhi on Friday, August 6, 2004. LG is the Official Global Partner of the championship.

LG India Marketing Head Salil Kapoor says, around 50 per cent of the Rs 50-crore-investment will be spent on various below-the-line activities for promoting different cricketing events. The focus, at present, is on brand building through activities like events etc. Promotion through mainstream media is not on the cards at present, he adds.

To further enhance its presence in the B-grade cities and smaller towns, the company will aggressively conduct road shows. A whole-new campaign featuring Yuvraj Singh is also being planned. LG is also embarking on setting up cricket academies by the end of this year. “Sports have always been the most sought after mode for brand promotion and LG will cash in on this opportunity to the best,” says Kapoor.

At a press conference in the Capital today, LG showcased the ICC Champions Trophy, being the official global sponsor of the game. LG cricket ambassadors Sourav Ganguly, Krish Srikanth and Yuvraj Singh flagged off an 11-city ‘Live the Game’ tour. The tour will begin from New Delhi and will be extended to cities like Lucknow, Ahmedabad, Pune, Bangalore, Hyderabad, Chennai, Kolkata, Chandigarh, Jaipur and Bhopal.

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